Page 43 - Islands Business March 2024

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“We’ve certainly invested this year with the World Surf good job in the marketing and the branding, that keeps the
League Corona Fiji Pro [in Tavarua later in August]; the interests of our supporters. We still have lots of things we can
Melbourne Storm playing the Newcastle Knights [in Lautoka improve on but I think we’ve made a decent start.”
last month]; and the Fijian Drua going into their third The Fijian Drua CEO has set certain goals for the franchise
season. We also have participation events like the Spartan for this next season.
Fiji race [which] will be held on the Sabeto mountain ranges “We’ve won six games last year, so I’d like to win more
in November; the Ocean Swim Fiji event [to be hosted in than six this year because that shows progression. A win
Denarau where participants will swim in the open waters to either in Australia or in New Zealand would be another great
three locations]; and a number of other things like that. milestone. We have never sold out a Super Rugby game. I
Hill adds: “This year is a competitive landscape. We’ve got think that is very challenging but I’d love for the Fijian Drua
a lot of our competitors who are very much out and about, women to get a ‘3-peat’. We are excited about our range of
working really hard to attract people to their destinations. We things we want to try with the women’s team over time. I’d
need to keep doing what we’re doing with sports tourism and like to keep the broadcast figures rising. It’s going to be tough
events to attract people and attention to Fiji for sure. You because they were so high last year. Lastly, I’d like our first
don’t get any of those opportunities without an investment.” night game to be a success.”
He notes that the Storm vs Knights game was a success, “An
electrifying display of rugby league, drawing a fantastic crowd Tough times for Moana Pasifika
with 900 travelling from overseas for the game, it contributed On the other hand, things haven’t been as upbeat for Super
approximately FJ$6.15 million to the visitor economy – a huge Rugby Pacific counterparts, Moana Pasifika.
win for sports tourism! Based in Auckland, New Zealand, they have struggled to
“The Fijian Drua have been fantastic on so many levels. host more games in the islands over the past two seasons.
They’ve done many upgrades and improvements, especially Not having the proper facilities and equipment for top-notch
on things which Fiji desperately needed. They’ve done a broadcasting services in the islands serves as the biggest
fantastic job and we owe them a great debt,” added Hill. barrier for the franchise. They played one game in Samoa last
An economic benefits study of sports tourism in Fiji featured year (2023) and are looking to host another game this year in
a case study of the Fijian Drua 2023 season. Tonga.
It noted that 26,333 people witnessed the games first-hand. Says Moana Pasifika CEO, Pelenato Sakalia: “The Drua and
The report said 21% of general spectators during the season Fiji have solved the broadcasting dilemma. That’s the biggest
were foreign visitors, indicating a significant influx of tourists challenge and that’s what we’ve got to solve for Tonga and
from other countries. Samoa. We can’t afford to pay NZ$440,000 (US$265,957)
The report noted total direct expenditure of FJ$67.1 million every time we go there. If we can solve that, we’re opening
associated with attendees and game operations. Among the up an entirely new economic opportunity for both of those
attendees, 84% of foreign visiting spectators either extended respective nations, especially in sports tourism.”
their stay or specifically travelled to Fiji for the games, To solve this problem long term, “We need to have the
contributing to 4676 impacted visitor arrivals and generating ‘talanoa’ (dialogue) with SANZAR as the competition manager
40,328 overseas visitor nights. for Super Rugby,” says Sakalia. “We need to have discussions
Overseas visitors who attended the games spent an with the broadcasters and we also need to have discussions
average of FJ$6,837 during their visit, while Fijian residents with the respective governments of Australia, New Zealand,
contributed an estimated FJ$8.0 million to the local economy Samoa, and Tonga, who contribute to capacity and capability
through their attendance. in broadcast developments for the Pacific. It’s hard to find
Crucially, this surge in spending is projected to have a solutions on your own.
considerable economic ripple effect, the report said. The “The nations deserve it. They deserve a solution. They
created and retained tourism, along with the hosting of the deserve to enjoy seeing games. The world needs to see just
games, is estimated to have contributed FJ$18.1 million to how important the Pacific Islands are in rugby. The Pacific
the Fijian economy, creating 242 full-time equivalent jobs and is not just a production line of amazing rugby players, but a
adding FJ$11.5 million to the Gross Domestic Product (GDP). production of joyous and celebratory events,” he added.
Additionally, it positively influenced domestic tourism, “We are not going to give up. We have to find a way.
generating 20,970 visitor nights and an expenditure of FJ$2.35 We’ll do our very best to take games to the Pacific. It’s an
million. obligation. We are not contractually obligated to do it but
Moreover, the report said the season demonstrated we have a moral obligation to our Pacific people,” said
promising prospects, with 90% of surveyed visitors expressing Sakalia.
their likelihood of attending games in 2024, and 95%
recommending the experience to friends and colleagues. - Additional reporting by Prerna Priyanka
Says Fijian Drua’s Evans: “It’s a combination of things
happening. We didn’t lose many games at home. We did a

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